What Doheny Enterprises, Inc. does

Doheny Enterprises, Inc., operating as Doheny's Pool Supplies, is a US-based, family-owned direct-to-consumer e-commerce retailer of pool and spa supplies founded in 1967 and headquartered in Pleasant Prairie, Wisconsin. The company sells a comprehensive catalog spanning proprietary Doheny's-brand chemicals (3-inch and 1-inch chlorine tablets, Di-Chlor granular chlorine, bromine tablets, shock products, algaecides, clarifiers, balancers, metal removers, and seasonal start-up/winter closing kits), equipment (pumps, filters, heaters, salt generators, robotic and suction cleaners, chemical feeders), pool covers and liners, complete above-ground and inground pools, spa equipment and chemicals, and a commercial-grade product line. Underlying technology is a Magento-based e-commerce storefront with integrated inventory management across three regional warehouses in Wisconsin, Texas, and Tennessee, supporting free next-day delivery on thousands of in-stock items to most of the continental US.

The business operates primarily as a one-time-purchase DTC retailer with unit pricing, volume discounts, promotional events (Deal Days, up to 41% off chemicals), and a public Lowest Price Promise Guarantee with 30-day price protection. Customer segments are horizontal: residential pool owners (primary), spa/hot tub owners, and a smaller commercial pool operator segment. Sales channels include the doheny.com storefront, phone ordering, mailed catalog, and a retail showroom in Kenosha, Wisconsin. Marketing relies on a content-led SEO and DIY pool care ecosystem (a Help Center with 891+ manuals, 165+ videos, 134+ guides, plus a YouTube channel), supplemented by email, organic social (Facebook, Instagram), and promotional sales events. The company is privately held under continuous family ownership since founding, employs 51–100 people, and carries BBB accreditation and APSP industry membership.

Name

Doheny Enterprises, Inc.

Legal name

Doheny Enterprises, Inc.

Website

https://doheny.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

51–100 employees

Short description

Doheny Enterprises, Inc. is a US-based, family-owned e-commerce retailer of pool and spa chemicals, equipment, covers, and liners, selling proprietary Doheny's-brand and third-party products directly to residential and commercial pool owners through doheny.com with nationwide next-day delivery.

Ownership category

akta.pro rank

Product category

Pool Supplies Retail

akta.pro primary industry

Water Testing & Chemical Balancing (HSAIALAB)

Keywords

• Pool chemicals
• Pool equipment
• Swimming pool supplies
• Pool liners covers
• Spa chemicals

Headquarters

HQ city

Kenosha

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. E-commerce Product Sales: Direct online sales of pool and spa supplies through doheny.com. Products include chemicals (chlorine, shock, algaecide, balancers), equipment (pumps, filters, heaters, cleaners), covers, liners, and accessories. Revenue generated through one-time product purchases with volume discounts available.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Doheny Enterprises, Inc. (Doheny's Pool Supplies) is a family-owned e-commerce retailer selling pool and spa chemicals, equipment, covers, liners, and accessories primarily to U.S. residential and commercial pool owners via doheny.com. Its signature offerings are proprietary Doheny's pro-grade chlorine tablets (3-inch and 1-inch), Di-Chlor granular chlorine, shock, algaecide, balancers, start-up and winter-closing kits, plus pumps, filters, heaters, salt systems, cleaners, and covers from third-party brands such as Intex.

Product overview

Doheny Enterprises, Inc. (Doheny's Pool Supplies) is a family-owned pool supply retailer and e-commerce platform founded in 1967, offering a comprehensive portfolio of pool and spa maintenance products. The product offering centers on proprietary brand chemicals (Doheny's chlorine tablets in 3-inch and 1-inch sizes, Di-Chlor granular chlorine, bromine tablets, pool shock products, algaecides, water clarifiers, metal removers, pH balancers, and chemical bundles including start-up and winter closing kits) as well as pool equipment (pumps, filters, heaters, salt generators, robotic and suction cleaners, chemical feeders). The company also sells pool covers (solar, winter, safety), above ground and inground pool liners, complete pools, spa equipment, and commercial-grade pool products. Doheny's positions itself as a value-oriented pro-grade chemical supplier with 59 years of chemical expertise, offering products primarily through its Magento-based e-commerce platform at doheny.com with next-day delivery service across the US.

Differentiator

Problem solved

Functional benefit

Brands

• Doheny's Pro-grade Plus: Professional-grade chemical product line featuring bundled pool chemical products
• Doheny's Pro-grade Chemicals
• Doheny's Chlorine Tablets
• Doheny's Di-Chlor

Products and services

• Doheny's 3 in Chlorine Tabs Pro-grade 3-inch slow-dissolving chlorine tablets formulated with 99% Trichloro-S-Triazinetrione, 90% available chlorine, and a built-in UV inhibitor. Available in 8 lb, 10 lb, 25 lb, 50 lb, 100 lb, 200 lb, and 500 lb buckets for residential and commercial pool sanitation.
• Doheny's 1 in Chlorine Tabs Pro-grade 1-inch quick-dissolving chlorine tablets with 90% available chlorine for faster results than 3-inch tabs; available in 5 lb, 10 lb, 24 lb, 48 lb, 96 lb, 192 lb, and 480 lb sizes.
• Doheny's Di-Chlor/Granular Chlorine Fast-acting granular chlorine containing 56% available chlorine with cyanuric acid stabilizer; calcium-free formula prevents clouding. Available in 5 lb through 500 lb buckets.
• Doheny's Chlorine Skimmer Sticks Slow-dissolving chlorine sticks for skimmer baskets or floating dispensers; contains 90% stabilized chlorine with algaecide and clarifier added.
• Hydria Clear 1 in Bromine Tablets Slow-dissolving bromine tablets for hot tubs and pools; gentler on skin, hair, and eyes than chlorine. Available in 25 lb and 50 lb sizes.
• Doheny's Super Pool Shock 68% calcium hypochlorite pool shock for killing algae and bacteria; available in 1 lb bags and 24 lb cases.
• Doheny's Super Shock Plus Enhanced pool shock formula for algae and bacteria elimination.
• Doheny's Non-Chlorine Oxi-Shock Non-chlorine oxidizing shock for pool startup and weekly maintenance; available as a 24-pack of 1 lb bags.
• Doheny's Super Algaecide Plus Algaecide for treatment and prevention of green, mustard, and black algae; available in a 40 oz size.
• Doheny's Water Clarifier Plus Water clarifier to improve pool water clarity; sold in a 1 Quart + 8 fl oz size.
• Doheny's Extra-Strength Metal Out Metal stain remover and prevention product for pools; sold in a 1 Quart + 8 fl oz size.
• Doheny's pH Plus pH balancer for pool water, sold in a 25 lb bucket.
• Doheny's Pool Start-Up Kits Pre-measured chemical kits for easy spring pool opening, available for pools up to 7,500 gallons (#1), 20,000 gallons (#2), 30,000 gallons (#3), and a Master Kit up to 30,000 gallons.
• Doheny's Winter Closing Kits Complete pool closing chemical kits for winterizing pools up to 7,500 gallons.
• Doheny's Shock Chlorine Chemical Bundles Bundles combining super shock bags with 3-inch chlorine tabs in sizes ranging from 6 shock bags + 10 lb tabs up to 24 shock bags + 50 lb tabs.
• Doheny's Pro-grade Plus Chemical Bundle Premium chemical bundle with a Buy 2 Get 1 Free limited time offer, marketed under the Doheny's Pro-grade Plus sub-brand.
• Doheny's Above Ground Pool Pump 115V, 1.5 HP (1.2 THP) pool pump designed for above-ground pools.
• Doheny's Above Ground Maintenance Kit, Deluxe Commercial-grade maintenance kit including rake, skimmer, brush, vacuum, thermometer, and 5-in-1 test strips.
• Doheny's Automatic Chlorinator/Brominator Automatic chemical feeder for above-ground pools, dispenses chlorine or bromine.
• Pool Pumps Pool pumps for above-ground and inground pools.
• Salt Generators Saltwater chlorine generators and replacement cells for both above-ground and inground pools.
• Pool Cleaners Robotic, suction, pressure, and handheld pool cleaners for above-ground and inground pools.
• Pool Filters Sand, cartridge, and DE (diatomaceous earth) filters for above-ground and inground pools.
• Pool Heaters and Heat Pumps Propane/natural gas heaters, heat pumps, and solar heaters for pools.
• Chemical Feeders Automatic chemical feeders for dispensing chlorine, bromine, and other chemicals.
• Solar Covers Solar pool covers and reel systems for above-ground and inground pools to retain heat and reduce evaporation.
• Winter Covers Solid, mesh, and leaf net winter pool covers for above-ground and inground pools.
• Safety Covers Custom and standard safety covers for inground pools.
• Above Ground Pool Liners Overlap, beaded, overlap expandable, J-Hook unibead, and rectangular flat-bottom above-ground pool liners.
• Inground Pool Liners Pool liners for inground pools.
• Above Ground Pools Complete above-ground swimming pools including Intex and Quick Pools brands.
• Inground Pools Inground swimming pools and pool kits.
• Spa Equipment and Chemicals Spa chemicals, blowers, pumps, heaters, cleaners, filter cartridges, covers, lifts, and saunas.
• Commercial Pool Products Commercial-grade chemicals, equipment, safety equipment, furniture, and maintenance products for commercial pool operators.
• Pool Accessories Lighting, fountains, storage, fencing, ladders, steps, slides, diving boards, alarms, timers, thermometers, maintenance tools, toys, games, floats, and clearance items.

Quantifiable outcome

• 97% customer recommendation rate for 3-inch chlorine tablets (4.8/5 stars, 4,641 reviews)
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/WaterWarehouse
• Facebookfacebook.com/36613286309
• Instagraminstagram.com/dohenyspools
• Xx.com/dohenyspools

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Doheny Enterprises, Inc.